Police are asking for the public's help following a fatal crash in the Bay of Plenty.

The crash involved a utility vehicle and an SUV, and occurred at the intersection of State Highway 2 and Paerata Ridge Road, near Opotiki, about 10.10am on Sunday.

"Sadly, two people - the occupants of the utility vehicle - died at the scene, says a police spokesperson.

"Police are appealing for anyone who witnessed the crash to come forward and speak to us.

"Anyone who can help should call Whakatane Police on 105."